EFFICIENTLY DRIVES BUSINESS
Featured Footwear Design
Overview: The goal of this project was to explore a homepage solution that showcases multiple footwear launches & highlights best-selling footwear programs to maximize sales during footwear's busiest retail season: back-to-school.
User Research & Design: Real-estate on the homepage is tight; so in creating an additional component, it was vital that it be efficient in space while serving as an interactive experience that performs. Also, in creating a new component, it was important that this be a flexible template with the ability to use across other categories & brands seamlessly. After competitive research & iterations, I landed on a design that features up to six different footwear programs & launches, links for each & a total collection CTA – as well as badges to highlight additional messaging. On desktop, all six featured shoes are visible, while on mobile the user can swipe to shop all options.
Results: This featured footwear component was launched as part of the Back-to-School campaign, but continues to be used long past August 2023. In the first two weeks following go-live, this component accounted for 40% of click-thru rates across the entire homepage. It continues to produce similarly strong ratings in engagement & conversion, earning priority placement on homepage. This component also performs exceedingly well in supporting other category and brand storytelling on homepage and across landing pages.
INCREASES CUSTOMER ENGAGEMENT
Hero Story Design
Overview: This component was designed as a solution for showcasing multiple sub-stories within an overarching message – ultimately replacing the carousel component in engagement & conversion.
User Research & Design: The original design served as an overall sale message with images speaking to categories that were on sale. It felt tight & the message vague as to what this single Shop Now CTA was speaking to. I wanted to create a solution that could elaborate on key stories within the overall sale message to showcase categories included in the sale – a sentiment from user testing. I landed on a final design that tells those extra stories within cards that include specific CTAs for more efficient site navigation for the customer interested in a specific deal or all deals. In creating this component, it was important that it be a flexible template with the ability to tell a variety of stories to serve the current retail needs. To deliver on that goal, there are variants in text box location & color, as well as number & style of cards.
Results: This hero component was launched as part of the Holiday campaign. In the month following go-live, this component accounted for 30% of click-thru rates across the entire homepage. Ultimately leading the page, this hero design continues to drive consistent revenue on the homepage by showcasing a cohesive, clean story for the customer to browse. It continues to produce strong ratings in engagement & conversion.
